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All Journal Mimbar Agribisnis: Jurnal Pemikiran Masyarakat Ilmiah Berwawasan Agribisnis Jurnal Pertanian Agros Martabe : Jurnal Pengabdian Kepada Masyarakat Aplikasia: Jurnal Aplikasi Ilmu-Ilmu Agama JPEK (Jurnal Pendidikan Ekonomi dan Kewirausahaan) Agroteknika Community Development Journal: Jurnal Pengabdian Masyarakat Agrimansion: Agribusiness Management & Extension Bima Abdi: Jurnal Pengabdian Masyarakat Edu Society: Jurnal Pendidikan, Ilmu Sosial dan Pengabdian Kepada Masyarakat PEMA: Jurnal Pendidikan dan Pengabdian Kepada Masyarakat Buletin Penelitian Sosial Ekonomi Pertanian Fakultas Pertanian Universitas Haluoleo Jurnal Ilmiah Membangun Desa dan Pertanian Amkop Management Accounting Review (AMAR) Jurnal AGRISEP: Kajian Masalah Sosial Ekonomi Pertanian dan Agribisnis
Fina Sulistiya Ningsih
Universitas Bojonegoro
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Energy Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Mechanical Engineering Public Health Social Sciences Veterinary Other

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Business Development Strategy for Istana Kelapa Bojonegoro Distributor Chindy Eka Mayasari; Fina Sulistiya Ningsih; Darsan
Amkop Management Accounting Review (AMAR) Vol. 6 No. 1 (2026): January - June
Publisher : Sekolah Tinggi Ilmu Ekonomi Amkop Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37531/amar.v6i1.3397

Abstract

Abstract This study aims to analyze the marketing strategies of Istana Kelapa Bojonegoro Distributor using SWOT analysis, Internal Factor Evaluation (IFE) Matrix, External Factor Evaluation (EFE) Matrix, and Internal-External (IE) Matrix. The research method used is a mixed method with data collection through observation, interviews, and questionnaires to 13 respondents, consisting of 4 internal respondents and 9 external respondents. The results of the study show an IFE score of 3.031 and an EFE score of 3.072, which places Istana Kelapa Bojonegoro Distributor in the grow and build position in the IE matrix. This means that the company has good internal and external strengths to be developed. Based on the SWOT analysis results, four main strategies were formulated, namely: (1) establishing branch warehouses around major customers, (2) conducting promotions and a pre-order system for new customers, (3) establishing contractual cooperation with farmers, (4) providing sorting training to workers. The implementation of these strategies is expected to increase distribution effectiveness, expand the market, and strengthen the competitiveness of Distributor Istana Kelapa Bojonegoro in the coconut marketing sector. Abstrak Penelitian ini memiliki tujuan untuk menganalisis strategi pemasaran pada Dsitributor Istana Kelapa Bojonegoro dengan menggunakan pedekatan analisis SWOT, Matriks Internal Factor Evaluation (IFE), Matriks External Factor Evaluation (EFE), dan Matriks Internal-Eksternal (IE). Metode penelitian yang digunakan adalah metode campuran (mix method) dengan pengambilan data melalui observasi, wawancara, dan kuesioner kepada 13 responden, terdiri dari 4 responden internal dan 9 responden eksternal. Hasil penelitian menunjukan nilai skor IFE sebesar 3,031 dan skor EFE sebesar 3,072, yang menempatkan Distributor Istana Kelapa Bojonegoro pada posisi grow and build dalam matriks IE. Hal ini berarti perusahaan memiliki kekuatan internal dan eksternal yang baik untuk dikembangkan. Berdasarkan hasil analisis SWOT, dirumuskan empat strategi utama yaitu: (1) mendirikan gudang cabang di sekitar pelanggan utama, (2) melakukan promosi dan sistem pemesanan awal (pre-order) bagi pelanggan baru, (3) menjalin kerja sama kontrak dengan petani, (4) memberikan pelatihan sortasi kepada tenaga kerja. Penerapatan strategu tersebut diharapkan dapat meningkatkan efektivitas distribusi, memperluas pasar, serta memperkuat daya saing Distributor Istana Kelapa Bojonegoro di sektor pemasaran kelapa.
Co-Authors Abtarian, Livia Agustina Revi Felisa, Nelly Badi atud Durroh Chindy Eka Mayasari Danang Ananda Yudha DARSAN Darsan Darsan, Darsan Delly Septiana Putri Deviana Diah Probowati Durroh, Badiatud Dwi Cahyanto, Ferdhi Dwi Lilik Kholifatun Eko Wahyu Abriyandoko Ika Sari Tondang Indra Cahyadinata, Indra Ines Nurlita Irnad, Irnad Isti Ningrum Murdiyanti Janah, Reni Agustina Miftakul Juwartini Juwartini Juwartini Juwartini Listianto, Virgiawan Mirza Andrian Syah Moh Zidan Artefa Moh. Lukman Hakim Moh. Yusuf Dawud Saputra, Muhamad Surya Eka Saputra, Muhammad Yoga Aditya Sony Sony, Sony Sri Wahyu Vidiya Astutik Susilo, Joko Hadi Taruna Revi Setiyatmiko Putra, Ardhi Wahyu Saputri Wiji Sherly Kristina Yuli Lestiarini Yusdiantara, Yusdiantara